Things That Keep Publishers up at Night

Third-party cookie deprecation. Limited mobile identifiers. And disappearing user-agent strings and IP address signals. Can publishers ever catch a break? You blink and there’s something new to keep them awake.

The challenges are great, and in a recent Think Tank hosted by Celtra, publishers came together and discussed their individual challenges and how to rectify them.

Celtra is a Creative Management Platform (CMP) where creative and marketing teams collaborate to design and deliver digital campaigns across the ever growing number of channels, ad formats, variations, and markets.

First-party Data and Letting Go

“We sit on a wealth of first-party data, and quite a high percentage of our ad revenue is data enabled,” said one publisher.

“Targeting is heavily utilized. In terms of the intersection of data with creative, there are places where we’ve been really strong and done a really great job, and we’ve had to sort of prioritize what we focus on. We have really strong first-party multicultural data, and we know that our advertisers really needed some guidance about what is the right way to message these audiences: ‘When should I deliver an ad in Spanish versus English? When should I have cultural nuances or words inserted that show the audience that I’m aware of who they are, and they’re more receptive to the message.’ So I would say multicultural is a place where we focused because we saw that there’s a huge opportunity.”

Letting go is hard in all aspects of life; in love, in death, and in business. More times than not, it’s the right call.

“It’s okay, to throw things away,” added another publisher. “I think a lot of times we forget that. It’s fine if you tried a product and you learned from it and now you don’t want to use it, you want to sunset it or phase it out. And I think sometimes it’s easy to say, ‘well, we put so much work into this, so now we have to keep doing it because we spent all this time and money and resources doing it.’ But then you end up supporting too many things and maintaining too many things.

We did that recently. We phased out a pretty big product that just never worked the way we wanted it to work. It was like, okay, we tried and we tried, and it was too hard and too expensive to make it better. And it was disappointing but it was the right move.”

Template Is Not a Bad Word

Everyone wants to feel special, have that custom, unique experience, whether it’s as an individual or a business looking for that “wow” factor. Advertisers can still have that wow factor with the use of templates on the back-end. Templates work, for starters, and they are also easy to set up and ease the burden on an already stretched-thin ad ops department. 

“We try and make sure that the client understands that even though it’s a template,  it’s going to meet their KPIs,” said one attendee. We try to make these templates as simple as possible for clients. And, it’s repeatable. The agency loves it because for some of our units, it’s three assets, video and image and maybe a poster thumbnail and the pixels. And then we can just crank that out. If agencies want to rotate five different titles or five different versions of creative for the same unit, depending on it, we’ll throw it in for them, because it’s so simple to do, and they know exactly what they’re giving us every time.”

“Template can almost be considered a bad word from a sales perspective, because sales wants to sell customized experiences,” added another participant. “Advertisers want to want it to feel custom, want it to feel special.

But on the back end, you can use a template, and the output can still look and feel like it is custom for that advertiser.”